Circular healthcare. Is a crisis needed to stop healthcare from continuing in its current pattern?
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Delivery of Health Care↗
Biomedical subjects
Clayton Medeiros
Publications and source records attributed to Clayton Medeiros.
Lead time. Marketers are uniquely qualified to manage emerging trends.
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Accounting↗
How one hospital used banner ads to boost volume and image.
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Advertising↗
Cost-effective advertising through TV and newspaper "banner" ads.
Banner ads, small strip ads in newspapers used to specifically promote an information piece, were introduced into one newspaper in the Connecticut market in 1999 by Yale-New Haven Hospital (YNHH). Based on their success, the concept was expanded to six additional newspapers in late 2000 and to TV in the summer of 2001. Between 2000-2002, even as the overall marketing/advertising budget declined 30%, switching advertising dollars from image/display ads to banner ads resulted in consumer awareness of YNHH increasing from 29% to 42%. Perception of YNHH as "the advanced medicine" hospital grew from 22% to 40% during the same period. The specific strategic and operational actions generated since the implementation of the program are detailed and the advantages and disadvantages of this banner advertising approach are discussed. Banner ads may offer an alternative approach for organizations to advertise their products and programs.
Advertising↗